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With the expansion of the internet it becomes much easier to find advertising and catalog items. Unfortunately without Japanese language capabilities we can not understand the ad copy with information bout the various items which of course is one of the most valuable. We can not even identify the ctslog in many cases. We continue to see a lot of school wear for the children, including uniforms. We also see a variety of suits for a boy's first day of school, a very important day for every Japanese child. In some cases there were coordinated boy-girl outfits.
A major shift in retailing began during the 1990s. Retailers began creating on-line catalogs. This became increasingly important during the 2000s and bwas a major way of selling clothes by the 2010s. Many Japanese children continued wearing school uniforms. A HBC reader has noted school uniforms offered in an unknown web-based catalog during 2005. We notice school uniform styles offered in a web-based catalog. Some of the styles offered seem new. We are not at all sure how popular they will prove. We have not noticed schools actually empoying some of these styles, but presumably some schools have adopted them. We note another catalog company offering more standardized school uniform styles in 2006. Here we see coordinated school uniform outfits from Top Kids for boys and girls in 2006 (figure 1).
We have a few Japanese catalog items from the 2010s. An unidentified online catalog offered blue school short pants in 2010. Since the 1960s, white shirts and blue shorts were a standard at many primay schools. There were other colors, but blue was the most common color for school uniform shorts and skirts. We note a 2011 ad for boys school clothes which look like first day of school suits and outfits without jackets. This shows two shirt styles. One is a standard white shirt. The other is a muted strioe with ehite collar and wrist cuffs. Cuffed short pants seem popular. The name of the catlog was Catherine Cottage. English names seems to add a certain cache in Japan (figure 1). The boy's jacket id a English-style blazer with lapels worn with a striped tie looking rather like an English school tie. The shorts are the longish cut so popular in Japan and other countries at the time. Notice the black leather shoes. A reader has sent us a caralog image from 2012. It is another blue first day blazer. This one done in the Eton style without lapels and shorter cut shorts than we normally see in the 2010s. . Also he does not have a tie. The name of the catalog was not inducated.
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